IVORIAN TOURISM IN THE AGE OF DIGITAL TECHNOLOGIES : OPPORTUNITIES AND CHALLENGES

Abstract

Côte d'Ivoire, with its wealth of natural resources and remarkable cultural diversity, has immense potential for tourism development, particularly in the sustainable tourism sector. Nevertheless, the country is finding it difficult to assert itself on the international scene as a destination of choice, due to limited visibility and a lack of recognition on digital platforms, which hampers the effective promotion of its tourist attractions. This study, based on a thematic content analysis and incorporating innovation diffusion and agenda-setting theories, examines how digital tools can be harnessed to increase the awareness and visibility of tourism sites in Côte d'Ivoire. It highlights the opportunities offered by these digital tools to enhance the visibility of destinations, while identifying the challenges to be overcome, such as the need to develop a coherent digital strategy and invest in infrastructure, in order to position Côte d'Ivoire as an attractive and sustainable destination in the global tourism market. In conclusion, this research underlines the importance of a proactive digital approach to establishing Côte d'Ivoire as a sustainable and globally competitive tourism destination.